As a world leader in premium spirits, Beam Suntory is celebrated for its craftsmanship and storied heritage. At the heart of the company is its purpose: to inspire the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands. 

DB&B Singapore was tasked by Beam Suntory to design and build its new 18,000 square feet Singapore office to reflect the brand’s premium positioning, while offering a fluid and collaborative office for 150 employees. 

DESIGNING AN EXPERIENTIAL WALKWAY 

One of the project’s challenges involved the design of an experiential walkway at the entrance, intended to offer a glimpse into the world of Beam Suntory and its meticulous art of whiskey.  

Our goal was to craft an exciting, illuminating space where Beam Suntory’s extraordinary craftsmanship and story would shine. Drawing inspiration from elements of Japanese and American craft, the walkway features tactile wooden barrels and a dynamic video mural within an expansive display of the brand’s history, processes, and products. 

Each stage of the whiskey-making process is artistically expressed through graphics and narration, inviting staff and guests to gain a deeper appreciation of the company. 

GROUNDED BY HERITAGE, ELEVATED BY DESIGN 

One of the office’s highlights is the Beam Suntory Enso bar, setting the stage for inspiring conversations.  

Its unique aesthetic blends the company’s rich heritage with contemporary touches. The bar features a striking Japanese-inspired trellis pattern and a hanging pendant light adorned with washi paper.   

Natural materials of timber and stone, along with a vintage mirror ceiling, create an atmosphere of sophistication and depth. The wooden ceiling features studs, in a subtle nod to the motif of wooden barrels. A section of the bar was specially designed with a lower counter height for tasting events, and the seating options surrounding the bar . The enable the space to be used flexibly for events.  

DB&B’s design and factory teams also researched and handcrafted the armrests to add a touch of luxe to the seating. Sleek lighting elements were also thoughtfully placed to illuminate the intricate details of the collections of spirits. 

FLUID SPACES FOR WORK AND INTERACTION

Equipped with a variety of work settings, the work area is tailored around the concept of fluidity to ensure an organic flow. From private nooks to collaborative break-out areas, the energetic environment supports hybrid working and teamwork.

Departing from the conventional reception set-up, a concierge area was designed to double up as a reception counter to foster social interaction.  

Extending the interior concept, the carpets connecting the bar and office mimic flowing water, aligning seamlessly with the concept of fluidity. 

Meeting rooms have also been designed with both functionality and aesthetics in mind. Acoustic panels feature curved designs to represent fluidity along with patterns inspired by Japanese designs.  

The office offers imaginative casual spaces. Lockers showcase Beam Suntory brands and a breakout room features a lively graphic wall highlighting Beam Suntory’s corporate values, encouraging employees to delve deeper into its philosophy. 

Adding personality to the office is a mural artwork reflecting the meeting of East and West cultures at Beam Suntory and the company’s commitment to embracing diversity and creating connections.  

THE SUSTAINABLE VISION 

In line with our client’s vision, we integrated the reuse of existing elements – the greenery – from Beam Suntory’s old office into the new space as well as selected loose furniture.  

The lush display of foliage brings a touch of nature indoors, creating a calming and inviting ambience. The greenery fosters a sense of well-being and purifies the air, offering a refreshing environment for employees and guests. The concierge area is transformed into a beacon of sustainability, aligning with the company’s commitment to the environment. 

Since its completion in mid-2023, Beam Suntory’s new office has been well received by employees and guests, becoming a talking point for its vibrant design and reflection of the values and qualities of the Beam Suntory corporate brand. 

Suntory, one of the world’s leading consumer product companies, wanted to design and build its new headquarters in Guoco Midtown, Singapore. The brief was to conceptualise a 26,400 square feet workspace that not only celebrated the company’s brand and mission but would also help foster collaboration and room to grow its talents.

FLOWING LIKE WATER

Our team drew inspiration from Suntory’s philosophy – “Mizu to Ikiru” or living with water – to shape the office’s design. The concept of water, flowing freely, curving its unique paths, yet harmonising with everything it touches, translated into a distinct spatial identity that embodied the essence of the Suntory brand.

We envisioned a space that conveyed a sense of fluidity and equilibrium. Incorporating circular features, ripple patterns and flowing waves, along with the application of Suntory’s brand colours, helped unify the entire space. The deliberate absence of sharp corners also helped create an open and interconnected environment.

The experiential walkway leading to the reception offers a delightful journey into the world of Suntory and its range of beverages. Enhanced with a water trellis design that captures ripple effects, the product display along the walkway slowly reveals its surprises. Arranged at a 45-degree angle, the display casts an anamorphic effect on the Suntory signage visible from the lift lobby.

Rather than segmenting the office into isolated zones, our plan embraced intertwining zones catering to diverse needs. Inspired by Suntory’s product colours and Singapore’s public housing flats, the zones feature vibrant hues of blue, yellow, purple and green.

Taking inspiration from the surrounding neighbourhood, the zones also include playful references to the local context through customised signages and murals.

DESIGN FOR DISCOVERY AND HARMONY 

Extending the concept of fluidity, the office’s design guides its users to embrace discovery, connection and harmony.

Recognising that innovation and collaboration can occur serendipitously, our design activates spaces like the reception, workspace, pantry and game area with multiple ways for employees to collaborate.

We re-envisioned the reception area with a unique mini theatre platform featuring tiered seating, serving as a welcoming foyer for guests and a casual spot for employees to connect. Unique circular magnetic panels in the games area were introduced to offer a fun and hands-on platform for employees to brainstorm and express their creativity. These panels can be arranged to create different words, patterns, or even artwork, offering limitless possibilities. 

The open floor plan was also carefully designed to accommodate for potential opportunities to augment the workforce by over 10% and features a variety of work settings.

Collaborative areas feature flexible seating arrangements, while hot desking options offer room for configurability. The CEO’s work area and tech hub are seamlessly integrated into the open floor plan, offering a blend of privacy and functionality. The pantry features an open layout interspersed with breakout areas that encourage movement and interaction. 

EXPRESSING THE BRAND STORY

In addition to its focus on functionality and collaboration, the Suntory office serves as an expression of the company’s brand and Japanese heritage. 

The reception features a Suntory logo with debossed signage set in a textured wall, symbolising a strong and reliable image. The use of natural materials such as wood and incorporation of greenery into the reception create a soothing environment that aligns with Suntory’s dedication to sustainability.

Calligraphic expressions of “Yatte Minahare” or “Go for It!” – Suntory’s spirit of dreaming big – and a Japanese-inspired mural add a sense of liveliness to the pantry.

The meeting rooms have also been uniquely designed to showcase the various brands Suntory offers, offering a platform to display branding elements and product visuals in a memorable way.

Since its completion in 2023, the Suntory office has garnered positive feedback as an inviting workspace that creatively expresses the Suntory brand.